What is Happening?
YouTube is introducing Audio Ads. Audio Ads is an audio-first ad format designed to connect brands with audiences using YouTube for their audio needs.
While a still image is displayed on the screen a voiceover will deliver an ad. During testing, YouTube found that more than 75% of measured audio ad campaigns drove a significant lift in brand awareness.
Audio ads are now in the beta stage and available in auction on Google Ads and Display & Video 360 on a CPM basis. The new campaigns offer advertisers the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as YouTube video campaigns.
What Does it Mean?
While this type of advertising is a first for the company, YouTube has long been a source for user's audio needs. And as consumption of digital audio media continues to grow this type of advertising is a good match.
Group Product Manager of YouTube Ads Melissa Hsieh Nikolic said “Whether it’s to squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night, people are turning to YouTube as they spend more time at home."
💡It makes sense. Music streaming is at an all-time high. YouTube reports that 57 out of the top 100 searches are music-related. Each year the top YouTube search results are dominated by artists, bands and songs.